Assistant Boutique Manager

Role Overview

Assistant Boutique Manager at A. Lange & Söhne (Richemont), an exclusive, appointment-only luxury watch boutique located at Mall of the Emirates, Dubai, UAE.

Company Overview

A. Lange & Söhne is one of the most respected and successful watch brands in the luxury sector. Since its reincarnation in 1994, the brand has been committed to continuing tradition with outstanding products. The brand's philosophy is "State-of-the-art tradition" and embodies the principle: Never stand still.

Role Purpose

The Assistant Boutique Manager manages day-to-day boutique operations and serves as brand ambassador, transforming corporate objectives into boutique-level operational goals. The role focuses on delivering exceptional luxury client experiences through scheduled appointments, VIP clienteling, and bespoke experiences rather than walk-in retail, supported by creative and effective use of resources, retail, and CRM tools.

Key Responsibilities

Boutique Operations

• Support the Boutique Manager in day-to-day boutique management.
• Ensure the boutique consistently reflects the highest standards of luxury presentation.
• Maintain operational excellence across all boutique activities.
• Ensure all security and brand procedures are strictly followed.
• Supervise boutique opening and closing procedures.
• Monitor inventory accuracy and coordinate stock movements.

Appointment Experience

• Prepare personalized appointments based on each client's profile.
• Coordinate product selection prior to client arrival.
• Ensure boutique readiness before every appointment.
• Deliver exceptional hospitality experiences.
• Follow up with clients after each visit.
• Record all interactions within the CRM system.

Client Development

• Build and maintain an active portfolio of collectors and VIP clients.
• Proactively contact existing clients.
• Identify opportunities for repeat business and referral development.
• Invite clients to exclusive events and launches.
• Partner with Marketing and CRM teams on client activation initiatives.
• Achieve individual clienteling KPIs.

Sales Performance

• Support achievement of boutique commercial objectives including appointment conversion, sales targets, average transaction value, and cross-selling opportunities.
• Drive client retention and repeat purchase rates.

Boutique Leadership

• Lead the boutique in the absence of the Boutique Manager.
• Coach Boutique Advisors on luxury selling techniques.
• Support recruitment and onboarding activities.
• Provide daily performance feedback to boutique staff.
• Foster a collaborative and high-performance culture.

CRM Excellence

• Maintain accurate client records and track client preferences.
• Record purchase history and schedule follow-up activities.
• Monitor client anniversaries and important milestones.
• Ensure CRM data quality.

Event Support

• Support the execution of private appointments, watch launches, collector evenings, boutique activations, VIP events, and partner collaborations.

Operational Compliance

• Ensure compliance with brand standards, audit requirements, security procedures, cash handling protocols, inventory controls, and Health & Safety requirements.

Key Performance Indicators

Commercial

• Sales achievement percentage for boutique and per retail team member.
• Appointment conversion rate.
• Average transaction value.
• Units sold.
• Sales per appointment.

Client Experience

• Appointment satisfaction scores.
• Client retention rates.
• Repeat purchase rate.
• CRM completion rate.
• Net Promoter Score (NPS).

Clienteling

• Number of appointments conducted.
• New clients acquired.
• Existing clients reactivated.
• Follow-up completion rate.
• Client outreach activities.

Operations

• Inventory accuracy.
• Audit compliance.
• Mystery shopping results.
• Boutique presentation standards.

Qualifications & Experience

• Bachelor's degree preferred.
• Minimum 5–8 years of luxury retail experience.
• Minimum 2–3 years in a supervisory or Assistant Boutique Manager position.
• Experience within luxury watches, jewelry, or other luxury retail sectors highly preferred.

Skills & Competencies

Client Excellence

• Exceptional relationship-building skills.
• Luxury hospitality mindset.
• Emotional intelligence.
• Professional etiquette.
• Active listening.

Commercial

• Strong sales acumen.
• Negotiation skills.
• Results-oriented mindset.
• Business awareness.
• Analytical thinking.

Leadership

• Coaching capability.
• Team motivation.
• Performance management.
• Decision making.
• Accountability.

Personal Attributes

• Impeccable presentation.
• Highly organized and detail-oriented.
• Proactive approach.
• Discreet and trustworthy demeanor.
• Calm under pressure.
• Passion for fine watchmaking and luxury craftsmanship.

Additional Information

This role focuses on creating meaningful one-to-one relationships and curating exceptional appointment-based experiences rather than managing walk-in traffic. The Assistant Boutique Manager is expected to act as a trusted advisor to collectors and high-net-worth individuals, use CRM proactively to build a sustainable pipeline of appointments and repeat business, and continuously identify opportunities to elevate the client journey within the boutique's exclusive, appointment-only concept.